11/09/2011

Internship Report on Brand Establishment

BUS- 400

SUBMITTED TO Abdul Alim Baser Lecturer BRAC Business School BRAC University

SUBMITTED BY MD. Nazmul Hassan ID: 07204072 BRAC Business School BRAC University

Brand Establishment of Premier Cement

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Letter of Transmittal
September 11, 2011

Abdul Alim Baser Internship Supervisor BRAC Business School BRAC University

Subject: Submission of Internship Report

Dear Sir, This report is based on Premier Cement Mills Limited as I worked for three months on this organization. As per university requirement I compiled all my working experience of branding department on this report for your kind consideration.

As I worked with branding team, so this report will cover brand related activities and hope this will satisfies you.

However, I would be glad if you are enlightened with your thoughts and views regarding the report. In addition, if you wish to enquire about any aspects of this report, I would be glad to answer your queries.

Sincerely Yours,

MD. Nazmul Hassan ID: 07204072 BRAC Business School BRAC University

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Acknowledgement

First of all, I would like to thank the Almighty Allah for blessing me with the strength and patience for successfully completing my internship and this report.

I would like to thank my faculty Advisor, Mr. Abdul Alim Baser for giving me the opportunity to work with him during my internship period. Along with him, I would like to thank Muhammad Intisar Alam for his kind helps for compiling this report. I havent been able to complete this report in a comprehensive manner without their guidance, support, and counseling that they have provided to me during this period. I have tried my best to implement their constructive suggestions while doing my report.

I would also like to take this opportunity to acknowledge the help provided to me by some personnels of the company. My sincere gratitude goes to Mr. Khurshed Alam; General (Manager; Marketing, Sales and Distribution), Mr. Shajamal Sikhdar, Manager (Dhaka Division), Mamunur Rashid, Manager (Out Dhaka), and Abdul Ahad (Corporate). And also this gratitude goes to Tanvir Bin Jamil, Sr. Brand Executive, Chawdhury Saifuddin Hyder, Sr. Brand Executive and Chawdhury Imtiaz Uddin Ahmed, Jr. Brand Executive with whom I worked throughout my whole internship period.

Finally I would like to add a few more words saying that, this report is prepared by novice and naturally there would be unwilling errors.

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Executive Summery
Premier Cement Mills Limited is one of the leading manufacturing cement companies in Bangladesh. Among 120+ Cement Company it has established its brand name at a certain height.

World class machine and quality product ensured by BUET test in every three months has give them a strong position in the market, along with river side production house in Muktarpul, Munshiganj. They are now producing Ordinary Portland and Portland Composite cement, and to sell their product they are using direct and indirect channel, and currently they have 8% market share in Bangladesh.

To create brand awareness and brand association with the brand they basically use different kinds of promotional activities like-leaflet, mini leaflet, banner, poster, and electronic media, Mesban, Mason and Engineer Meeting, Newspaper Advertising etc. Among promotional activities Cash++ and Eid 2 Eid offer are most popular in which they are giving discount based on scratch card and gift items based on raffle draw.

Evaluate brand performance depending on three months working experiences of brand department is not an easy task. Even then through brand audit, four steps of Brand Building, Perceived quality, Brand Power Grid Model, I tried to high light the position of Premier Cement Mills Limiteds Brand position. I also add some finding of Premier Cement Mills Limited, depending on my practical knowledge I gave some recommendations at the end of the report. PCML is conduction their business successfully in Bangladesh. Depending on my experience and field visit, it is clear that they are in a good brand position. But though are exporting 8% of their productions to India and having a good increasing market in Bangladesh, they should give more emphasis on creating a stronger brand in Bangladesh first. For this they have to add more branding activities which will helps them to increase brand image.

Table of Content
Letter of Transmittal Acknowledgement Executive Summery Introduction vi vi vi 1-2 1 1 1 2 2 2 3 3 3 4-11 4 5 6 7 8 9 11 11 12-14 12 12 12 Blending Brand Concept with PCML Performance Evaluation 14-17 14 17-21 17 17 17 18 19 19 20 21 22 23-25 26 27 28

Chapter 01 1.1. Origin of the Report 1.2. Overview of the Report 1.3. Objectives 1.4. Scope 1.5. Methodology 1.6. Limitations Chapter 02 Job 2.1 Specific responsibilities 2.2. Observations Chapter 03 Overview of the Industry and Organization 3.1. Cement Industry in Bangladesh 3.2. Company Profile 3.3. Organizations Hierarchy 3.4. Products: 3.5. Distribution 3.6. SWOT analysis of Premier Cement Mills Limited 3.7. Competitors 3.8. Market Share Chapter 04 4.1. Brand 4.2. Brand Value 4.3. Brand Equity Pyramid Chapter 05 5.1. Current Promotional activities Chapter 06 6.1. Brand audit 6.2. Choosing Brand Elements 6.3. Four steps of Brand Building Understanding Brand

6.4. Perceived quality 6.5. Leveraging Secondary Associations 6.6. Driving the consumer from Brand Awareness to Brand Insistence: 6.7. Brand Power Grid Model 6.8. Web site is the brand Chapter 07 Chapter 08 Chapter 09 Findings Recommendations Conclusion References Appendix

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